Here’s a fascinating campaign by DAVID New York for Supercell Clash Royale, one that creates an intimate bond with its audience with a quirky piece of understanding 0 the cracked screen dilemma. Every battle in Clash Royale is intense. But some players take it one level harder by battling their way to victory on cracked, shattered, and barely functional phone screens. DAVID and Clash Royale are giving these hardcore heroes the recognition they deserve.
The campaign, Cracked Royale, invites Brazilian players, one of the game’s most passionate communities, to share videos of their cracked screen victories using the hashtag, #ClashModoHard. Those who rise to the challenge will be rewarded with exclusive in-game prizes, including a Legendary Wild Card and an exclusive Cracked Royale banner to show off their skills.
“Clash Royale players don’t just play the game. They live it. And some of them play with broken phones and missing pixels on their screens, but still manage to win,” stated Gabriel Caramelo, marketing lead at Clash Royale. “Cracked Royale is our way of celebrating those players who go one level harder and showing them the love they deserve.”
The campaign kicked off with a film showing Clash Royale action on both sides of a cracked screen, along with top Clash Royale influencers taking on the challenge, sharing their own victories on broken screens, and inspiring fans to do the same.
“Clash Royale players are some of the most competitive and passionate in mobile gaming,” added André Toledo, chief creative officer at DAVID New York. “But seeing them dominate the arena with cracked screens is next-level dedication and proof that nothing can break a true Clash Royale fan.”
Credits
Client: Supercell
Gabriel Caramelo Eccher: VP of Marketing, Clash Royale
Fredrik Herneoja: Brand Marketing Manager
Maria Barrera: Social Media Manager
Creative Agency: DAVID New York
Pancho Cassis: Global CCO & Partner
Sylvia Panico: Global COO
Carol Vieira: North America Managing Director
Daniel Lobatón: North America CCO
André Toledo: Chief Creative Officer
Pedro Sattin & Sebastien Rouviere: Group Creative Directors
Ricky Solano & Gonzalo Arica: Associate Creative Director
Maria Paes: Community Manager, Copywriter
Brenda Morrison Fell: North America Head of Production
Katie Lemke & Tomas Diego: Senior Producer
Barbara Karalis: Business Affairs Director
Rafael Giorgino & Brett Niebling: Group Account Director
Celia Yuen: Account Executive
Paula Vampre: Global Chief Strategy Officer
Sandra Azedo: Global PR & Communications Director
Influencer Agency: DRUID
Claudio Lima: Founder & CEO
Aramis Pelissari: Account Director
Lui Fonseca: Account Executive
Carolina Silveira: Influencer Manager
Eduardo Gardini: Content Specialist
Leticia Pedroso: Community Manager
Production: WeAre.Iam
Fabio Meirelles: Director
Danilo Rosa: DoP
Marcelo Colaiacovo: Producer
Alexia Solar: Production Design
Leandro Barros: Editor & VFX
